For the second straight year, telehealth
provider Hims & Hers will stake out a controversial position in its Super Bowl ad, while competitor Ro will make its Big Game debut with a celebrity-driven spot starring Serena Williams.
Hims & Hers
A year after its controversial Super Bowl commercial accusing Big Pharma’s weight loss drugs
as being “priced for profits, not patients,” Hims & Hers will up the game this year by taking on “rich people," and the “wealth gap” that’s causing a "health
gap.
The first half of the new :60 spot focuses on the rich. Amid such images as people undergoing facelifts and longevity
treatments, and news coverage of the “world’s richest man in orbit again,” narrator Common (whose own net worth is a reported $45 million), runs down a litany of rich people’s
advantages: An example:” The rich have healthcare that comes to them: custom-formulated peptides, specialists on call, and preventative care before they need it.”
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The second half
of the spot does a complete turnaround, however. Turns out that, with Hims & Hers, the non-rich can get “the same science, the same access, no connections required.” Services mentioned
include “diagnostic testing for a complete snapshot of your health, weight loss treatments that can be microdosed to fit your goals, menopause and testosterone hormones to keep you feeling
great, and early cancer detection through a simple blood test.”
“Now, that’s rich,” Common concludes.
Ro
A peppy Serena Williams, who joined Ro as a brand ambassador last August, embraces GLP-1s for weight loss in the
provider’s Super Bowl debut.
Starting the :30 spot by declaring that she’s lost 34 pounds, she goes on to say
that she’s healthier, moving better and feeling better on Ro, which gives her “weight loss expertise I trust” and now also offers GLP-1s in pill form. Visuals in the ad
also point out other benefits Williams has gotten through Ro’s GLP-1s, such as reduced joint stress, and steady blood sugar.
Ro says its Super Bowl ad will kick of a national campaign,
titled "Healthier on Ro," that will include linear and broadcast TV, paid social and out-of-home takeovers in cities across the country.
In a statement, Ro Co-Founder and CEO Zach Reitano
extolled Williams’ value: “There is no one with more willpower and self-discipline…which is why she’s the perfect person to help people see that GLP-1s are not a
shortcut.”
Joining Williams in the larger campaign will be fellow Ro
ambassador Charles Barkley, along with other non-celebrity Ro GLP-1 patients.